Joe Asher, CEO of William Hill US, was similarly excited to launch its third sportsbook in New Jersey.

“The new sports book at the Trop is proof of our collective commitment to provide our customers with the best possible experience,” Asher said. “Powered by our industry-leading sports betting product, it will bring added excitement to sports fans that want to watch and wager at the Tropicana.”

And talk about perfect timing.

The first round of the NCAA Tournament starts March 21 and 22, when there could be as many as four games taking place at the same time. Can you say March Madness?

The first week of sports betting action at the new Tropicana sportsbook will include NCAA Conference tournament games, including the Big East, Atlantic Coast Conference, and Pac-12.

Callender and the rest of the Tropicana/William Hill team are ready for the big NJ sports betting dance to begin.

“Considering the popularity of the NCAA tournament, we expect to see the number of visitors grow exponentially. With the addition of this new venue, we now have more to offer our new guests and we are eager to share this new space with them.”

Replacing Tropicana’s temporary sportsbook

Until it opens, Tropicana AC customers can still place all of their legal sports bets at the William Hill temporary sportsbook located in the North Tower Casino.

It includes:

24 odds boards

16 TV screens

Six betting windows

The space opened Oct. 25.

Once the new Tropicana space is finished, William Hill will have three permanent NJ sportsbooks. The other two are at Monmouth Park and Ocean Resort Casino.

Bill Gelman is a veteran sports writer based just outside of Philadelphia and not too far from the Jersey Shore. Bill spends time in Atlantic City writing about casino openings and expansions, special events and world championship boxing at Boardwalk Hall. He is now adding NJ sports betting and online gambling to the mix.